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Online merchants using Minneapolis-based Digital River Inc.’s e-commerce platform may now add paysafecard, a European-based prepaid electronic payment option, to their consumer checkout menus, the companies said. Paybefore Award-winning paysafecard, founded in 2000 in Austria, provides prepaid payment services for more than 450,000 European and U.S. merchants in 33 countries. Adding paysafecard “makes online purchasing possible for consumers who either don’t have bank accounts or credit cards or are reluctant to use credit cards online,” said Souheil Badran, Digital River World Payments’ senior vice president and general manager.

For paysafecard, which is popular for purchases in gaming, music, film, entertainment and social media, joining the lineup of payment options Digital River provides its clients addresses the prepaid payment processor’s goal of increasing its transaction volume among U.S. consumers. The addition of paysafecard “can help [Digital River] service an untapped demographic of consumers while increasing our exposure among games and software companies,” said Michael Mueller, paysafecard CEO.

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